Christina Aguilera’s sexual wellness brand Playground has launched an intimacy hotline to help destigmatise conversations around sex.
The 1-888-PLY-GRND hotline will offer sexual wellness advice and be hosted by the ‘Beautiful’ singer, who is Playground’s co-founder and Chief Brand Advisor.
The campaign aims to encourage "shame-free, open and honest conversations around sexual wellness" and it complements the launch of Playground’s new personal lubricant Pillow Talk.
Callers can listen to "empowering bedroom tips and tricks" from Aguilera, receive a discount code for the brand and learn more about Pillow Talk's wild rose and cream signature scent.
They can also leave a voicemail with their phone number for a chance to win a one-on-one call from the star.
"For our next release with Playground, we are proud to be launching our newest product, Pillow Talk Personal Lubricant, alongside an inspiring campaign that encompasses everything I have always believed in about sex and sexual health," said Aguilera.
"This campaign speaks directly to women, encouraging better conversations.
"And challenging the culture of shame surrounding women's sexual health and pleasure, all while contributing to an impactful cause."
Playground’s new personal lubricant Pillow Talk
The intimate wellness label recently closed its first fundraising round, securing US$2m to fuel its growth plans.
The institutional raise was led by Palm Tree Crew Holdings, with participation from Amboy Street Ventures and Fourward Ventures.
Playground was created by beauty industry veterans Catherine Magee and Sandy Vukovic in 2021, with a focus on treating sexual wellness as part of a regular self-care routine.
Aguilera then joined in March 2023, acting as an advocate for the company.
Image credits: Playground